Companies are forever messing with mascara wands trying to make them more convenient & easier to use. I feel like CK One has successfully done that here. Normally I use two separate mascaras for my top & bottom lashes. One with a volume-enhancing applicator shape for the top lashes & one with a small, skinny applicator for the bottom lashes. This product allows me to use only a single tube for both. By twisting the top of the lid, you "scrunch up" the applicator allowing for a totally different application by making the bristles closer together, and twisting back, they become farther apart. Overall, I think this is a great idea!